App Marketing is defined as targeted marketing of a mobile application, short app. The aim of the app marketing is to make the app or the widget as popular as possible among the users, thus increasing the download count and generating revenue. For this, the so-called App Store Optimization (ASO) is indispensable.
Important for successful app marketing is still the segmentation of the various target groups, in order to avoid possible wastage and to reach exactly those users who are relevant. Based on the target group, different channels can be identified, through which the app should be marketed.
In addition to the marketing of apps in app stores or other apps, there are also other advertising channels. For example, corporate websites, social media platforms such as Facebook or Instagram and e-mail marketing (newsletter) are used to draw attention to apps. In particular, the switching of advertising on mobile devices, such as smartphones or tablets, is advantageous because the user can be forwarded directly to the app in the App Store and thus prompted to download direct.
Download count is not everything
Not only the app installs are desirable in app marketing, but also the commitment of the users with the app. This is measured by the retention rate. According to studies, the use of an app within the first 90 days decreases rapidly. To counteract this, there are various options to choose from, such as:
- Ease of Use: If the app is easy to understand and use, it increases the chance that the user will continue to use the app and not immediately delete it
- Push messages: This should remind the user to use the app and be prompted to interact with it
- Individualization: In order to address the users more directly and personally, it is advisable to send individualized in-app or push messages. This makes the interaction more attractive to the user
- A / B Test: This can be used to test which version is better for the users of the app and leads to more engagement